Summer Gig Guide: Soundset Sunday
Picture this: the DJ spins beautiful jams, Shazam working overtime, and you, your crew, and dance-floor strangers are moving freely under the Sunday sun. The rhythm takes over, Monday fades away, and you’re fully present in a joy that reminds you, “Maybe life isn’t so bad after all.”
That’s the magic of a Sound Set dance floor—curated by French For New, the creative force blending commercial hits with alternatives in effortlessly cool style. Their events rebel against overhyped, underwhelming parties, cementing their place as a standout.
And let’s be real—is it even a Sunday if a Soundset Sunday recap video hasn’t hit your timeline? Probably not.
When conceptualising your events, what are the key factors you consider? What makes these aspects critical to your process?
[ELLEN]
First and foremost, it’s about the people attending the event. Our priority is ensuring they’re comfortable and have everything they need—whether that’s seating, a quick-access bar, gender-neutral bathrooms, or reliable security to help them out if, say, they misplace something while having a bit too much fun.
We’re also very thoughtful about the music. While we don’t prioritise just our personal preferences, we focus on curating a playlist that appeals broadly to the audience. This inclusivity is a key part of planning and curating the event experience.
In addition to forward planning, we reflect on the past. We review feedback—whether it’s through social media platforms like Twitter or ticketing sites—to understand what people enjoyed and what they felt could be improved. This insight allows us to consistently elevate the experience for our audience.
Another aspect of our process is defining the distinct identity of each event property. For example, Soundset caters to a mid-to-late 20s crowd, many of whom have grown with us since we were younger DJs. It’s about maintaining that connection as we evolve together. Ultimately, our goal is to craft spaces that resonate with different communities, ensuring everyone feels acknowledged and catered to in a meaningful way.
How have your individual backgrounds and experiences in the music industry shaped the vision for French For New?
[THUBE]
For a long time—and I think this still holds true—we’ve had similar yet distinct tastes in music. We’re also unafraid to evolve sonically. For instance, this year, we’ve grown to appreciate genres like Chrome more than we did before.
What began five years ago as an interest in music continues to be grounded in one core principle: putting the music first. Whenever we curate a lineup, we ask ourselves, “How will the audience enjoy this?” and “How can we design it in a way that feels authentic to us?”
Of course, there have been moments where we’ve made mistakes—like booking two back-to-back house sets and realising mid-event that it wasn’t the best flow. But those moments taught us valuable lessons. We’ve applied those same principles of careful curation to every aspect of our work. Whether it’s ensuring there are enough toilets, clear signage, or other details that enhance the overall experience, we ask ourselves, “how can we fix this and do better next time?”
[NEO]
Our commitment to getting things right musically has become a broader philosophy that influences how we operate as a company or agency.
On a more personal note, my background is in engineering, which might seem unrelated, but it actually gave me a unique perspective. Music and entertainment were always passions of mine, and they aligned with what I envisioned for my life. Events, of course, can be a different beast—not all revolve around music.
What I’ve learned, both personally and professionally, especially through my journey with French For New, is that the audience is far more insightful than we often give them credit for. However smart you think they are, they’re even smarter. They’re as deep and nuanced as we are, and their tastes can surprise you. For example, you might assume that a house music crowd won’t enjoy a particular element, but they can easily prove you wrong. Recognising and respecting that depth is crucial to creating meaningful experiences.
What do you believe defines the ethos of French For New? What principles or values drive your approach towards a rebellious spirit?
[SANGO]
Our approach to curating events is centred on doing things differently—breaking away from what’s been done before. We’re always exploring new ideas and creating fresh experiences for people. As DJs and music enthusiasts, and with my background as a music journalist, we’re constantly attending events and engaging with audiences. We’ve seen how experiences are delivered, spoken to people on the ground, and learned what they want to see and enjoy at events. We take that feedback and implement it in our own unique way, always striving to push boundaries and challenge norms.
We often remind ourselves that anyone can throw a party. It’s easy to book DJs, play music, and have fun—you could do that in your own home. But what sets us apart is asking: “What’s missing at home? What makes people want to leave their space, and what makes an experience memorable enough to share with others?* Those are the details we focus on—creating moments people carry with them and talk about long after the event ends.
Our goal is to become a household name by delivering these distinctive, memorable experiences. Being rebels, we’re not afraid to challenge standards and question the norm. The so-called standard isn’t always the best or most innovative way to do things, and we’re here to adjust and reimagine what’s possible.
Everything we do reflects this mindset, and I believe it’s what makes our events truly special.
On the business side of things, let’s talk about roles and lessons learned. First, who does what within the company? And second, what have been some of the biggest lessons you’ve learned about running a business—especially in event management? Have you faced any major setbacks, and if so, what did those look like? Feel free to jump in and share.
Having managed the entity over the past few years, what are some of the most valuable business lessons you’ve learned?
[THUBE]
I’m the CEO of our company, but because we’re a small agency, we all wear multiple hats. My role involves engaging with talent for bookings and maintaining relationships with both new and existing clients.
Neo, our CFO, handles everything finance-related—budgets, payments, invoices, and anything else within the realm of numbers and money management.
Ellen is our Head of Creative. She oversees all things visual, from briefing designers to coordinating how we show up on the day of an event. This includes furniture layouts, floor plans, and even small details like sticker placement—anything you see visually is likely her work.
Sango is our Head of Operations. As the title suggests, he handles day-to-day logistics, including liaising with suppliers for cleaning and security and coordinating with artists in the lead-up to events. He ensures everything runs smoothly.
We also have two other key team members, Itumeleng, our Junior Head of Operations, who works closely with Sango, and Itumeleng, who manages our social media. She handles content creation, posting, TikTok strategies, and coordinating with videographers and photographers.
[NEO]
From a business perspective, being a small agency comes with its challenges—cash flow being one of the biggest. There was a time we almost couldn’t host a Sound Set event because payments we were expecting didn’t come through. We had to secure an emergency loan to pull it off. That taught us to think on our feet and lean on our networks in moments of crisis. Events aren’t cheap, and when you’ve promised something to an audience, you find a way to deliver, no matter what.
One of the most rewarding aspects of our work is discovering communities we didn’t realise we needed. Johannesburg has a vibrant scene filled with opportunities to connect with people in unexpected ways. Whether it’s a night event, a daytime gathering, or something entirely different, these experiences enrich us personally and professionally.
How does French For New aim to challenge traditional norms in the industry, and what strategies do you use to solidify your position?
[ELLEN]
What makes our agency unique is how diverse we are—not just in music tastes but in our backgrounds, education, and lived experiences. When we go out to events, we’re constantly inspired by other communities and bring that energy back into our work. For instance, we’ve considered small but meaningful details, like providing sanitary pads at events because we know attendees spend hours there and shouldn’t feel unprepared. Or Sango, who loves dancing, suggested expanding our dance floors, and now we often have two dance areas at our events.
We’re open to change and experimentation. We never want to be stuck doing things one way. Our goal is to keep evolving and creating inclusive, thoughtful experiences that reflect what we’ve learned from our community and beyond.
What song do you think best contextualises South Africa
Thube, Mandoza Nkalakata
Sango, Julian Gomes, A thousand memories
Ellen, The South African National anthem
Neo, Kelvin Momo, Ivy League
The summer gig guide start here so secure your Tickets to SoundSet Sunday
#OutrunTheHype #Summergigguide2024
